Skip to main content

Determinant elements of customer relationship management in e-business

Buy Article:

$63.00 plus tax (Refund Policy)

Abstract:

This study investigates the composition of customer relationship management (CRM) in e-business by examining the possible elements that determine different aspects of the relationship between customers and e-businesses. A web-based CRM survey of 38 items, constructed from SERVQUAL (service quality instrument), SITEQUAL (website service quality instrument) and literature findings, was completed by 200 customer contact professionals. Results of a factor analysis indicated three main customer relationship attributes of e-business, which are: general CRM (accounting for 51% of the total variance); personalization (accounting for 9% of the total variance); and privacy (accounting for 7% of the total variance). Results of a stepwise regression indicated that these customer relationship attributes significantly predict customer attitude (83% of the explained variance). Within the general CRM dimension, website content organization correlated highly with customer attitude (65% of the explained variance). The results of the study indicate that customers perceive three main dimensions of relationship attributes of e-business (general CRM, personalization and privacy) and that all three significantly contribute to customer attitude. These findings support the importance of including relational-type e-business attributes when investigating interactions between customers and e-business. The study concludes with related implications and design guidelines to enhancing customer perception of e-business.

Document Type: Research Article

DOI: https://doi.org/10.1080/01449290512331321938

Publication date: 2005-03-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more